Instagram metric descriptions

Buffer Analyze helps you dig deeper into your Instagram metrics. When you first subscribe to Analyze, we will backfill up to six months of Instagram post metrics and followers. Unfortunately, we’re not able to backfill Instagram Stories. We are only able to start collecting that data from when your Instagram account is connected to Analyze. After a full calendar month has passed, Analyze will stop updating all metrics for the Instagram post. All metrics are pulled from Instagram's Graph API.


  • We are unable to pull in likes on boosted posts due to limitations with Instagram's Graph API. For example, if you shared a post and it received 50 likes, Analyze would show 50 likes. However, if you then boosted the post and it received a further 500 likes, Analyze would still only show 50 likes. We're sorry about this limitation.

  • We can pull your impressions from your boosted and organic posts, but they are currently totaled together and can't be separated at this time.


The table below provides a description for each metric that appears within Analyze.

Posts The number of posts sent.
Stories The number of stories shared.
Reach The number of unique people who saw your posts or stories.
Impressions The number of times people saw your posts or stories. This number will always be higher than Reach because some people will see your posts multiple times.
Engagement Rate The percentage of impressions that resulted in an engagement (number of engagements divided by the number of impressions).
Likes The number of likes your posts received.
Comments The number of comments on your posts.
Video Views The number of times your post videos were viewed.
Post Saves The number of times your posts were saved.
Replies The number of replies to your stories.
Exits The number of exits on your stories. "Exits" include anytime someone swipes left (not tapping back or forward) to move to another person's story, swipes down to go back to the main feed, or closes the story with "X" or by closing Instagram.
Completion Rate The number of people who view your entire story. This is calculated as 1 - (exits / impressions).
New Followers The number of followers you gained or lost.
Total Followers Your total number of followers.
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